How Deloitte used immersive theater to motivate staff to tackle climate change
Deloitte won at The Drum Awards for B2B 2022 in the Best B2B Internal Company Event category for its ‘Enter Net Zero’ campaign. Here, we find out what went into this successful work.
Enter Net Zero LIVE
The scale of the challenge posed by climate change can be overwhelming for audiences. To make the problem comprehensible to its own staff and motivate them to take action, Deloitte worked with the theatre company Swamp Motel to create Enter Net Zero Live.
Advertisement
The brief
Climate change is an enormous challenge, and sometimes it can feel overwhelming. It can feel like it's too late, and too difficult; that making the enormous changes we need is now impossible. Many can’t see a way through the problem, let alone see the solution and how to get there.
At big businesses across the globe, sustainability professionals struggle with this issue. It’s hard to help people see taht it’s possible to drive positive change. So, Deloitte set out to buck that trend and create a project that could be used to help educate employees on all things climate. It wanted to create something accessible, positive, inclusive and differentiated from regular training sessions and education programs. It wanted to get employees talking.
Advertisement
Hear what the winners had to say about their award-winning work above.
The idea
Deloitte thought outside the box and partnered up with Swamp Motel, an immersive theater company. “It wasn’t something we’d typically do at Deloitte, but we knew it would be important to be creative as we could and to use immersive storytelling if we were to achieve our objective,” said a spokesperson for the consultancy.
Together, they created Enter Net Zero, an immersive online experience that would take Deloitte staffers to a world further down the road to net zero, inspired by Deloitte’s own research insights.
Employees take on the role of investors uncovering different businesses to determine the investment opportunities with the strongest ESG credentials. They are tasked with investing a £1m ($1.2m) fund to make the most return for their clients. The experience challenges participants to connect with research and grapple with the challenges of an investor faced with a de-carbonized economy.
The game mimics the speed of real-time investing comms, with messages pinging into the user’s inbox fast and furious – allowing for a narrative experience that leads staff to a realization of a net zero world.
Suggested newsletters for you
The results
Enter Net Zero has been used to engage over 1,200 people across internal and external audiences at all levels of seniority, from client chief growth officers and ESG leaders to internal Deloitte teams and attract potential talent.
To date, over 750 Deloitte employees have been through the in-person experience, averaging 4.6 out of five stars. It’s achieved a Net Promoter Score of 62 (considered ‘excellent’).
This campaign was a winner at The Drum Awards for B2B 2022. You can see all the winners here. The Drum Awards for Marketing are currently open for entry. Find out how you can enter now.